Fang Cheng Bao's model lineup ranges from off-road vehicles to sports cars, and its initial model, a hardcore SUV codenamed SF, is expected to be launched this year.
BYD (OTCMKTS: BYDDY) unveiled the official name of its F brand, with its first model to be launched within the year.
BYD officially announced its new sub-brand Fang Cheng Bao, the fifth in its brand matrix following the Dynasty series, Ocean series, Denza and Yangwang, according to a press release today.
The sub-brand will meet the increasingly personalized needs of consumers by offering a series of unique and professional-grade new energy vehicle (NEV) models, BYD said.
Fang Cheng Bao's model lineup ranges from off-road vehicles to sports cars, and its initial model, a hardcore SUV codenamed SF, is expected to launch this year, according to the release.
Fang Cheng Bao's brand name literally translates to "Formula" and "Leopard," symbolizing the pursuit of a transformative rise and exploration of digital realms, according to BYD.
It blends the standards and rules of Formula with the agility and wild versatility of the Leopard, bringing out the distinctive essence of the brand and BYD's vision of the future of cars and lifestyles, the company said.
"Many people think that the global e-mobility transition is a revolution in the automobile industry, where vehicles powered by fossil fuels get replaced by electric cars. However, from BYD, we believe this is only a minor part of the whole transition, and a greater realm is unfolding," said BYD chairman and president Wang Chuanfu.
BYD envisions the Fang Cheng Bao as a prelude to a revolution.
With the attitude of always being ahead of the curve, Fang Cheng Bao and its users will decode the future of personalized automotive life through its diverse NEV offerings, BYD said.
BYD did not provide more information about Fang Cheng Bao's first model, though CnEVPost previously learned that the model codenamed SF will target a market with a price range of RMB 400,000 ($56,240) to RMB 600,000.
Xiong Tianbo, former head of BYD auto sales research institute, will be the general manager of the brand's sales division, leading the brand's product planning, channel sales and brand building, a company insider previously told CnEVPost.
Judging from the outline of the SF model, it is expected to compete with the Mercedes-Benz G-Class at a lower price.
Fang Cheng Bao is the latest important piece of BYD's brand map.
BYD Group currently has the BYD Seagull, which starts at just 73,800 yuan, and the Yangwang U8, which has a pre-sale price of RMB 1,098,000, for sale and for consumers to reserve.
The company officially opened its first brand experience center on May 20, occupying five floors with a total area of 6,550 square meters.
Its model display area showcases models including the BYD Frigate 07, BYD Seagull, Denza D9 and Yangwang U8.
The experience center building's facade leaves an area in between the BYD and Yangwang logos, which appears to be its reserved spot for the Fang Cheng Bao logo.
Here are more explanations from BYD about the Fang Cheng Bao brand, as well as more pictures of the SF model.
($1 = RMB 7.1123)